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More Shelf Space Leads To Greater Brand Awareness

Hamilton Beach, a leading small kitchen appliance brand, sought to identify customer trends in order to increase sales of new, non-core products. With bsp’s help, the company found it could increase long-term value by strategically growing its brand footprint inside key retailers. bsp developed an expansive strategic licensing program that currently offers more than 300 new SKUs and provides consumers a broad array of products in multiple categories inside Target, Walmart, and Kmart stores.

In using brand extensions to expand the reach of the Hamilton Beach brand, bsp acknowledged the simple truth: more shelf space affords more visibility and more potential buying opportunities — opportunities fortified by retail partnerships. Hamilton Beach sells more than 35 million appliances annually; with bsp’s help, that number is on target to increase. It’s like “Field of Dreams”: Build it and they will come. In Hamilton Beach’s case, strategic partnerships resulting in increased shelf space in established retailers have strengthened the company’s competitive position for the long run.